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The Event Concept Samir Rajani [email protected] +91 9033 250 822 +91 9966 664 760

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This presentation contains 1. What are things Event Manger must know 2. How to design Events 3. Things to keep in mind during Organizing or managing events.

TRANSCRIPT

Page 1: Event manager to know

The Event Concept

Samir [email protected]

+91 9033 250 822+91 9966 664 760

Page 2: Event manager to know

Pre-event

11. Promotion

1. Proposal2. Budget3. Venue/ Site Selection and Design 4. Production Schedule5. Speaker & Supplier Checklist6. Sponsorship7. F & B Menu8. Guest list 9. Risk Management

10. Marketing

Page 3: Event manager to know

Pre Event1. Proposal

A plan or suggestion put forward for

consideration or discussion by others.

Page 4: Event manager to know

Pre Event1. Proposal Content

1. Executive Summary

2. Contents Sheet - Major section headings + details of any attachments

3. Introduction - Your approach

4. The Concept - Description including broad outline timings for the actual show- Include floor/ site plan to assist understanding (detailed plans are

in the Planning section or as attachments) - Include artist’s impressions if they add to understanding

Page 5: Event manager to know

Pre Event1. Proposal Content (cont’)

5. Meeting the Requirements - Answering specific questions or requirements posed by the client

6. The Budget - Basis of calculation - Income and expenditure - Cash Flow- Details of management fee structure and payment schedule (the fully detailed budget and cash flow could be an attachment)

7. Organizational Structure for the Event - Includes outline of major responsibilities - Your company profile, references if applicable, as attachment - Major contractor’s details may be required as well

Page 6: Event manager to know

Pre Event1. Proposal Content (cont’)

8. Planning/ Logistics - Outline to show you can do it, NOT so much detail that the client can take the plan and do it themselves.- Risk Management plan is usually required - Include other operational plans, such a Transport, ONLY IF THEY ARE DIRECTLY APPLICALE TO WINNING THE BID

9. Other Plans (Marketing, sponsorship etc) - ONLY include if they are part of the requirement, and then in strategic rather than detailed form

Page 7: Event manager to know

Pre Event1. Proposal Content (cont’)

10. Why Us? - Your major selling point for this event

11. Conclusion - A tidy summary of the major points which will sell

the proposal

12. Attachments - Factual – Budget, floor plans, company profile,

credentials - Supporting – Details of the location, tour options,

etc

Page 8: Event manager to know

Location, Location, Location

1 of the MOST IMPORTANT THINGS to consider when

planning an event!!!

Page 9: Event manager to know

Pre-Event2. Venue/ Site Selection & Design

Guidelines for Selection

1.Availability 2.Size of the event3.Layout and suitability 4.Stage, field of play or performance area 5.Transport and parking 6.Proximity to accommodation7.Services available e.g. F&B8.Technical support e.g. PA system, projector9.Cost

Page 10: Event manager to know

Other Things to consider when look at Location

• 4 main criteria:– Proximity

• Where the location of the event is in relation to its environment.

– Cost • How much will the location cost $$$ (site cost

included)– Size

• How much room do you need per person?– Facilities

• What else are we working with?

Page 11: Event manager to know

Little Things Have a Big Effect• Make sure the event location matches the

event theme. • Outline everything you have and need before

hand (Contracts)– Helps with organization

• Indoor or Outdoor decision• Type of safety hazards

– One way in one way out exits, etc. • Will there be signs available to identify your

event

Page 12: Event manager to know

• So you’ve got your location down so…what’s next…

KNOW YOUR VENUE

Page 13: Event manager to know

Venue• Make sure Staging, Audio, and Lightening is accessible

at your venue. – Having no power is no fun

• Be weary of Space and Time guidelines in the contract.

• Keep in mind the feeling you want to convey in relation to your venue.

• Know the smallest details– Carpeted or Not– Number of Columns in the room– Possible isle paths for entrance and exits– Event Design Angles

Page 14: Event manager to know

Transportation and Parking

• The event begins and ends with parking and transportation. – Transportation

• Make sure you take care of any special vehicles needed to transport participants.

– Parking• Get parking passes IN ADVANCE (if needed) • Is there going to VIP parking• Is the parking area will lit• Will media have special parking• Will sectional parking be avaliable.

Page 15: Event manager to know

THEME

• Things to consider– Time of year – Site – Name & Logos – Atmosphere – Lighting – Props – Party Favors

Page 16: Event manager to know

Invitations/Promotional Materials

• Save the date cards– Themed reminders about the event

• Make sure your invitation set the mode for the event– It’s the first time your audience see’s

or hears about your event• Determine whether the event be

– Invite only – General Admission

Page 17: Event manager to know

#1 CARDINAL RULE

NEVER RUN OUT OF FOOD

WARNING: This may cause a riot

Page 18: Event manager to know

• DECIDE IF THERE WILL BE FOOD AND BEVERAGES AT YOUR EVENT.

Page 19: Event manager to know

Food And Beverages

• Most venues will work with you when it comes to food in their venue.

• Make sure the food matches or adds to your event.

• If alcohol is being served make guidelines to ensure order.

• Make sure you are there for every step of the food and beverage process.

Page 20: Event manager to know

SO HOW MUCH IS THIS GOING TO COST YOU

Page 21: Event manager to know

Pre Event1. Budget

Indentify Expenditure1. Food & Beverage2. Administration3. Wages & salaries4. Venue5. Lighting, sound & visual6. Staging 7. Graphic design8. Printing9. Decoration10. Entertainment11. Marketing & Promotion12. Travel 13. Accommodation14. Contingency

Indentify Income

1.Ticket sales2.Sponsorship3.Merchandising4.Advertising 5.In-kind

Page 22: Event manager to know

Money

• Project a budget first– Preliminary budget frame your event

vision• NEVER MIX EVENT MONEY WITH

YOUR MONEY. – If you don’t have the money make it

work with what you have.

Page 23: Event manager to know

Things to consider

• Budget – How much are you going to spend.

• Kitchen space and location • Number of guest• Type of Event• Will there be Appetizer/Courses served • How will your food be served

– Self-service– Catering help

Page 24: Event manager to know

Event Budget• Things to consider when creating your

budget– Expenses

• Focus of the Event• Site Cost • Refreshments/Food• Programs• Promotion materials

– Income• Pre-sold/Day of tickets• Vendor spaces• Raffle tickets etc.

Page 25: Event manager to know

See Appendix 2 _ Site Inspection Checklist

Conduct a Site Inspection Develop a checklist for Site Inspection: 1.Compatibility with event theme2.Seating arrangement 3.Sight obstruction e.g. pillars4.Storage areas5.Entrances & exits including freight access6.Stage area7.Equipment available on site8.Safety and security 9.Access time10.Power

Page 26: Event manager to know

See Appendix 3 _ Layout Diagram

Layout Diagram

Prepare a Layout diagram on:

1.Stage2.Seating and table arrangement3.Registration area4.Equipment positions e.g. lighting, projectors5.Decoration layout6.F & B station7.Signs 8.Entry and exit including staff position

Page 27: Event manager to know

Pre-Event3. Production Schedule

See Appendix 4 _ Sample of Gantt ChartSee Appendix 5 _ Sample of Production

Schedule

What/why is to happen When will it happenWhere will it happenWho is responsible Whom to contact

Gantt Charts/ Production Schedule

Page 28: Event manager to know

Control & Monitoring Production Schedule/ Gantt Charts

Event review meetings - to check progress against the schedule

Status reports – to check progress against schedule

Check lists

Direct observation

Page 29: Event manager to know

Pre-Event4. Speaker & Supplier Checklist

Speaker Checklist1.Send invitation 2.Get writing confirmation 3.Biodata and photograph 4.Slide presentation 5.Accommodation & Transportation Arrangement

Page 30: Event manager to know

See Appendix 6 _ Sample of Supplier Checklist

Pre-Event4. Speaker & Supplier Checklist

Supplier Checklist 1.List of suppliers 2.List of requirements from every supplier3.List of their roles and date to set up4.i.e audio and visual – projector, notebook, PA system, microphone, cable5.i.e photography – how many photographer you need, location of the photographer

Page 31: Event manager to know

Pre-Event5. Sponsorship

Why should companies sponsor?1.Gain access to target markets for promotional messages2.Generate consumer awareness – used to introduce or build a brand3.Positioning/repositioning of the existing service/ product4.Exclusivity – to lock out their competitors 5.Demonstrate product attributes

Page 32: Event manager to know

Before seeking sponsorship, we should decide whether:

1.Your stakeholders (members, participants) are likely to approve of commercial sponsorship2.Your event has rights/ benefits of value to a potential sponsor, e.g. access to target markets3.You have the human resources to sell and service sponsors, e.g. a good sales person4.There are businesses/ organizations that you would be advised not to seek sponsorship from

Page 33: Event manager to know

Sponsorship Proposal 1.Overview of the event including mission/ goals, history, location, current and past sponsors, program duration, staff, past or anticipated level and predicted attendee profile 2.Sponsorship package on offer and its cost. This might range from naming rights or sole sponsorship to designated sponsorship categories 3.Strategic fit between the event and the needs of the organization 4.Duration of agreement, e.g. agreement for one year, optional for 3 years renewal 5.Contact details

Page 34: Event manager to know

Identifying Sponsors

1.Who has sponsored the event recently?

2.Research the sponsors of similar competitor events – who is in the market?

3.Examine what particular companies or products have a fit with your event

Page 35: Event manager to know

Selling Sponsorships 1.Identify the decision maker in the company that you are approaching2.Try to obtain a personal interview to discuss the sponsorship3.Sell opportunities (access to target market, capacity to meet with specific VIP’s) 4.Provide a benefit package (competitively priced) that will meet some of their marketing needs5.Be creative in the form that your sponsorship proposal takes6.Interact with potential sponsors in a professional way

Page 36: Event manager to know

Managing the relationship

1.Make sure that you keep in regular contact with your sponsor – manage the relationship

2.Discuss and agree with your sponsor on clear objectives and agreement

3.Reports achievements as part of negotiating for renewal of the sponsorship

Page 37: Event manager to know

Pre Event6. F & B Menu

Check and comparethe menu

Food Tasting

Confirm the menu

Page 38: Event manager to know

Pre Event7. Guest list

Prepare the Guest List

Send Invitation

Confirm the attendance

See Appendix 7 _ Sample of Guest Checklist

Page 39: Event manager to know

Pre Event8. Risk Management

Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.

Page 40: Event manager to know

Risk Management Process

Identify Risks Analyse & Evaluatethe Risks Identify Options

What can happen? How can it happen? Create an action plan

Treat the Risks

Page 41: Event manager to know

Pre Event 9. Marketing

Event Marketing is a matching process in which

the event producer seeks to understand andmeet the needs of their audience

Page 42: Event manager to know
Page 43: Event manager to know

Marketing Strategy

Is a planning for a promotion

PositioningIdentify target market

How attendees regard a specific event or other

events of a similar nature

Page 44: Event manager to know

MarketingStrategy

Identify Target Market

Set Objective

Segmenting Event

Markets

Exhibitors Participants No. of Participants

Gross & NetProfit

Geographic:

Local

Regional

international

Demographic: Age Sex

income

Socio-economic: Education

occupation

Other:

Topic

Price

Marketing Strategy

Page 45: Event manager to know

Application of Marketing Strategy

1. Promotion

• Direct/ electronic marketing e.g. direct mail, electronic newsletters, web advertising, mobile phone – sms blast

• Advertising e.g. media releases, media kits, live media crosses (media sponsor)

• Sales Promotion e.g. cross promotions with sponsors

• Others e.g. partnerships with media/ other events

Page 46: Event manager to know

Application of Marketing Strategy

2. Place (Distribution) • Direct e.g. through phone, internet• Indirect e.g. distribution through

associations, banks, telecommunications service centres, flyer distributors etc

Page 47: Event manager to know

Pre-Event10. Promotion

•Create or increase awareness of the event•Create or enhance a positive image of the event•Position the event relative to its competitors •Inform target market(s) of the event•Generate demand for the event•Remind target markets of the event details

Page 48: Event manager to know

Promotion

Promotion

Advertising Publicity Sales Promotion Direct Marketing Personal Selling

Page 49: Event manager to know

Promotion1. Advertising

• Is any form of non-personal promotion paid for by the event organization using various media

• Choose the words and images to achieve the promotion objective • Choose the most effective medium in which to transmit the message • i.e. poster, advertisement in newspaper and television

Page 50: Event manager to know

Promotion 2. Publicity

• Includes all activities that the event uses to communicate with their target market in which the medium is NOT DIRECTLY PAID for.

• i.e. newsworthy events, interest to the medium’s readers

Page 51: Event manager to know

Promotion3. Sales Promotion

• Use incentives or discounts to increase sales• i.e. discount for group registration and sponsors to

register their staff or customers• i.e. registrants for the conference may enjoy the

facilities in Penang Swimming Club for one year

Page 52: Event manager to know

Promotion 4. Direct Marketing

• Communicating directly with the target market • i.e. mail, telephone, fax or internet• It generally uses a mailing list which has been obtained

from previous events

Page 53: Event manager to know

Promotion 5. Personal Selling

• Communicating directly with the target market• i.e. face to face sales, incentives for the seller (if

they get 10 registrants, they have one free seat)

Page 54: Event manager to know

Event DayRunning Sheet

Running Sheet must state the following:• What is to happen • When will it happen• Where will it happen• Who is responsible

See Appendix 8 _ Sample of Running Sheet

Page 55: Event manager to know

Event DayChecklists

Logistic Checklist- Transportation, Stock, Layout, Furniture

Contacts Checklist– Guests, VIPs, Vendors, Liaison Officers, Speakers,

Participants, Public Authorities

Page 56: Event manager to know

Post Event1. Evaluation

Why Evaluate Events?

1. To determine the success of the event in relation to its objectives

2. To enable feedback and improvement3. To report to stakeholders4. To ensure the future and reputation of the event5. To contribute to overall data on events

Page 57: Event manager to know

Event Evaluation Process

Event Evaluation

Process

Data Collection Analysis Reporting Application

Page 58: Event manager to know

What to measure

• Profile of attendees – age, organization, occupation, whether they came individually or in groups

• Transport or parking statistic• Their expectations and satisfaction levels• Their suggestions for improvement• How they heard about the event – this is

important for your future marketing strategy planning

Page 59: Event manager to know

Post Event 2. Shutdown and Reporting

• Shutdown should be planned as carefully as other stages of an events

• The majority of accidents and thefts occur in the shutdown phase of an event

• Checklists should be prepared for each shutdown area• Shutdown activities normally take place in reverse order to bump-in

and set up

Page 60: Event manager to know

Shutdown Activities

1. Arrange storage or disposal of all event signage, props and equipments

2. Settle all the payments and prepare an actual account3. Prepare a full report on the event outcomes and report

to all key stakeholders and media on the outcomes and achievements of the event

4. Make recommendations for future refinements and improvements to the event

5. Thank all sponsors, speakers and stakeholders for their support of the event (send thank you letters)

Page 61: Event manager to know

NOW THE MAIN EVENT

HELPFUL HINT: Show about one hour before the first person or group is suppose to be there just in cause

Page 62: Event manager to know

Event Day

• Running Sheets

Page 63: Event manager to know

Day of the Event Checklisto Supplies Pick upo Venue Set-up o Prop pick-upo Furniture Placement/Removal (if needed)o Food Delivery (if needed)o Place any outside and/or outside Promotional

Materialso Copies of any contracts or written correspondenceo Be prepared to handle any last minute adjustments

o Back up plans, surplus items, etc.

Page 64: Event manager to know

Now That Your Event Is Over

WHAT NEXT???

Page 65: Event manager to know

Post Event

Evaluation Shutdown and Reporting

Page 66: Event manager to know

CLEAN UP• Clean up begins once the last dish is cleared.• At this time, you want to re-announce prize

winners to come pick up their prizes. • Also announce the ending of the meal.• Make sure to check every inch of the venue

and location while cleaning• Generally you want your venue and location to

look like it did when you first arrived. (at least)• Make sure all trash is taken to the negotiated

areas

Page 67: Event manager to know

Closing the Event

• Make sure procedures for securing any types of keys are made clear and followed.

• The event manager should be the last one to leave.

Page 68: Event manager to know

Thank you